210 SEO Recommendations Affecting Google Rankings_Google Search Ranking Optimization
📅November 22, 2019
👤Lee
⏱️Reading Time: 2 minutes
🔄Last updated: January 17, 2020
📚 Article Table of Contents
As Google is the world's largest search engine, all website owners hope to achieve better rankings on Google search results pages. What can a website do to get more traffic from Google? Naibabiji shares here210 SEO recommendations that affect Google rankings.
Domain Factors
A domain name, as the URL of a website, is very important for a website regardless of whether it is mobile-friendly. From the perspective of domain factors, the following 10 points affect Google rankings.1. Website Domain Age: Looks beautiful onIn this video, Google„s Matt Cutts proves: “The difference between a six-month-old domain and a one-year-old domain is actually not that significant.„ In other words, they do use domain age as a factor in overall website ranking... but it“s not very important.2. Keywords Present in the Top-Level Domain:This does not provide as significant a competitive advantage as it used to. However, using keywords in your domain name can still serve as a relevance signal.3. Keyword as the First Word in the Domain:A domain name that starts with the target keyword has a competitive advantage in Google rankings compared to domains that do not contain that keyword (or have the keyword in the middle or end of the domain). For example, ifNaibabijia domain contains keywords related to website building, it would be better.4. Domain Registration Period:A Google patent proves: „Legitimate and formal website domains are generally registered for several years or renewed in advance, while spam (illegal) website domains are rarely used for more than a year. Therefore, the future expiration date of a website domain can be used as an environmental factor to predict the legitimacy of that domain.“5. Keywords in Subdomain:Moz's expert team believes that the presence of keywords in a subdomain can improve overall rankings.6. Domain History:URLs that have undergone ownership changes or have been inactive multiple times might signal Google to reset the hyperlinks pointing to that domain, thereby „resetting“ the website„s history. Alternatively, in some cases, penalized domains might transfer the penalty to new owners.7. Exact Match Domain:An Exact Match Domain might still give you some competitive advantage. However, if your EMD (Exact Match Domain) happens to be a low-quality website, it is very susceptible to the impact of EMD updates.8. Public vs. Private Whois: Domain privacy protection could be a sign of „something to hide.“ Quoting Googler Matt Cutts: „...When we check the Whois information of a domain, they all use “Whois privacy protection service.„ This is quite unusual. ...Enabling Whois privacy is not necessarily bad, but once you combine all these environmental factors, you are often talking about a website administrator completely different from one who just has a website.“9. Penalized Whois Owner:If Google identifies someone as a spammer, it makes sense for them to scrutinize other websites owned by that person.10. Country Code Top-Level Domain (ccTLD) Extension:Having a country code top-level domain (.cn, .pt, .ca) can help that URL rank for that specific country... but it limits the website's ability to rank globally.
Page-Level Factors
11. Title Contains Keyword:Although titles are not as important as they once were, your title tag remains an important on-page SEO signal.12. Title Starts with Keyword:According to SEOmoz, titles that start with a keyword tend to rank better than those where the keyword is in the middle or at the end.13. Keywords in Description Tag:Google does not use the meta description tag as a direct ranking factor. However, your description tag affects click-through rate, which is a factor that helps with ranking. For example, this site„s description “Naibabiji Website Building Notes records my ownSteps for Building a Website, individuals and businessesWordPress installation tutorial; sharing Theme templates, Plugin code and other resource downloads, VPS hosting promotions, usage tutorials, and web optimization tips."14. Keywords appear in H1 tags:The H1 tag is the „second title tag.“ According to the results of a relevance study, Google uses your H1 tag along with your title tag as a relevance factor for webpage ranking.15. TF-IDF:How frequently does a specific word appear in a document? The more times a keyword appears on a page, the more likely that page is related to that keyword. Google may use a complex version of TF-IDF.16. Content length:Generally, search engines consider longer articles to potentially be more detailed, while shorter articles may be less substantial.17. Table of Contents:Adding a table of contents to article pages helps Google better understand your webpage's content and may result in sitelinks appearing in Google search results. For example, Naibabiji's articles include a table of contents feature.18. Keyword density:Although not as important as it once was, Google can use it to determine the topic of a webpage. However, excessively high keyword density may harm website rankings.19. Latent Semantic Indexing (LSI) keywords in content: LSI keywords help search enginesextract meaning from words with multiple meanings (e.g., Apple the company vs. apple the fruit). The presence/absence of LSI may also act as a content quality signal.20. LSI keywords in title and description tags:Similar to webpage content, LSI keywords in page meta tags may help Google identify words with multiple potential meanings. They can also serve as a relevance signal.21. Depth of topic coverage on the page:There is aknown correlationbetween the depth of topic coverage in content and Google rankings. Therefore, websites with more comprehensive content coverage may have an advantage in rankings.22. Page loading speed:Google has clearly stated that website loading speed is a factor in website ranking. Therefore, we need tooptimize WordPressto improve page loading speed.23. Page loading speed via Chrome: Google's Chrome has a wide market share. Google also uses the time it takes for your website page to load in Chrome to measure the actual speed at which users open the webpage.24. AMP support: Although AMP is not a direct Google ranking factor, pages that support AMP may rank better in mobile search.Methods to resolve AMP error „Required structured data elements are incorrect“25. Entity Matching:Does the page content match the „entity" the user is searching for? If so, the page may rank better for that keyword.26. Google Hummingbird Algorithm:This „algorithm update" helps Google better understand the topic of web pages.27. Duplicate Content:Identical content on the same website (even with slight modifications) may negatively impact the site's search engine visibility.28. Rel = Canonical: If used correctly, implementing a canonical tag may prevent Google from penalizing your site for duplicate content.29. Image Optimization:Image file names, included keywords, alt tags, etc., all affect rankings.30. Content Publication Time: The Google Caffeine update favors recently published or updated content, especially for time-sensitive searches. Google emphasizes the importance of this factor and may display article timestamps in some search results.How to Display the Last Updated Time for WordPress Posts31. Magnitude of Content Updates:The extent of modifications and changes is also important. Adding or removing sections of content is much better than minor adjustments like fixing a few typos.32. Historical Page Updates: How often is the page updated? Daily, weekly, yearly? The frequency of page updates also plays a role in rankings.33. Keyword Appearance Time:The appearance of the keyword within the first 100 words of page content correlates with ranking on Google's first page.34. Keywords in H2, H3 Tags: Including keywords in H2, H3, or subheadings helps Google analyze the article„s content. Google“s John Mueller said, „These heading tags in HTML help us understand the structure of the page.“35. Outbound Link Quality:Linking to sites with higher authority than yours in your content is helpful for SEO and certainly not harmful.36. Outbound Link Topic:According to the Hillop algorithm, Google may use the content of the pages you link to as a relevance signal. For example, if you have a page about cars linking to a page related to movies, this might indicate to Google that your page is about the movie 'Cars' rather than about automobiles.37. Grammar and Spelling: Avoid typos or grammatically incorrect sentences in the article content, as Baidu has also mentioned this point.38. Original Content:Whether the articles on the website are original; if they are copied and pasted from elsewhere, their ranking may not be good, although Google might still index them.39. Mobile-Friendly: Commonly referred to as „Mobilegeddon,“ this update rewards pages that are properly optimized for mobile devices. It„s best to enable this for Google optimization.AMPPlugins40. Mobile Usability:Mobile users can easily access your website via mobile devices, potentially giving you an advantage in Google„s “mobile-first indexing.„41.'Hidden' Content onMobile Devices:Because mobile pages have too much content, some less important elements may be hidden. For example, when you visit Naibabiji on a mobile device, you can see the sidebar is hidden. However, if it's important content, it should still be visible on mobile devices; otherwise, it might affect Google's judgment.42. Useful „Supplementary Content“:According to the publicly available Google Rater Guidelines document, useful supplementary content is an indicator of page quality (and thus, Google ranking). Examples include currency converters, loan interest calculators, and interactive recipes, so we should periodically update with useful articles:How to Display the Last Updated Time for WordPress Posts 。 43. Content Hidden Behind Tabs:Do users need to click on tabs to reveal certain content on the page? If so, Google states that such content „may not be indexed“ (this may no longer apply unless your code prevents crawlers from reading it).44. Number of Outbound Links:Excessive dofollow OBLs can „leak“ PageRank, which may harm the page„s ranking.45. Multimedia:Images, videos, and other multimedia elements can serve as signals of content quality.46. Number ofInternal Links to the Page: The number ofinternal links to a page indicates its importance relative to other pages on the website (more internal links = more important).47. Quality of Internal Links to the Page: Internal links from high-authority domain pages are more effective than those from pages with low or no page rank.48.Number of Broken Links on the Page: Too many broken links on a page may indicate that the website is neglected or abandoned. In theGoogle Rater Guidelines documentUsing inaccessible links is one way to evaluate the quality of a webpage.49. Reading Level:There is no doubt that Google estimates the reading level of webpages. In fact, Google used to provide reading level statistics for you. However, how they handle this information is still debated. Some say that a basic reading level will help improve your ranking because it appeals to the general public. But others associate basic reading levels with content farms like Ezine Articles.50. Affiliate Links: Affiliate links themselves may not harm your ranking. However, if there are too many affiliate links on your website,Google mightreconsider the quality of your website's content.51. HTML Errors / W3C Validation: If a website's code is not standardized and contains errors, it can also affect search rankings.52. Domain Authority: All else being equal, the main domain will rank higher than subdomains.53. Page's PageRank:Not entirely relevant. However, pages with high PageRank definitely tend to rank better.54. URL Length:Excessively long URLs may harm a page's search engine visibility. In fact, some industry studies have found that shorter URLs often have a slight advantage in Google's search results.55. URL Path: Pages closer to the homepage may receive a slight authority boost compared to pages buried deep within the website's architecture.56.ManualEditor:Google has applied for apatentthat allows manual editors to influence SERPs, so your ranking might be affected by this.57. Page Category:The category in which a page appears is a relevance signal. Articles belonging to closely related categories may rank better for relevance compared to pages archived under unrelated categories.58. WordPress Tags:Tags are a WordPress-specific relevance signal. According toYoast.com：
, „The only way to improve your SEO is to relate one piece of content to another, more specifically, to relate a group of posts to each other.“
59. Keyword in URL: Another related signal. A Google representative recently referred to this as a „very minor ranking factor". But it is still a ranking factor.60. URL String: The category withinthe URL string is read by Google and can provide a topical signal about the page's content.61. References and Sources:Like research papers, citing references and sources can be a sign of quality. Google Quality Guidelines指出，审阅者在查看某些页面时应注意来源：“这是专业知识和/或权威来源很重要的主题……”。但是，谷歌否认他们使用外部链接作为排名信号。 62.项目符号和编号列表：项目符号和编号列表有助于为读者分解内容，使它们更易于使用。Google可能同意并可能更喜欢带有项目符号和数字的内容。 63. Sitemap中页面的优先级：Specifying page priority through the sitemap.xml file may affect rankings.64. Too many outbound links:Directly from the above quality assessment tool documentation:
„Some pages have too many links, making the page unclear and distracting from the main content.“
65. Number of page rankings for other keywords:If the page ranks for several other keywords, it may serve as an internal quality signal for Google.66. Page Age:Although Google prefers fresh content, regularly updated older pages may outperform new ones.67. User-Friendly Layout:Again quoting from Google's Quality Guidelines document:
„The page layout on the highest quality pages makes the main content immediately visible.“
70. Content can provide value and unique insights:The website's content should be valuable to users; websites that are purely for affiliate purposes will be penalized by Google.71. Website Contact Page:As mentioned earlier, Google„s quality documentation indicates that they prefer websites with an “appropriate amount of contact information.„ Ensure your contact information matches your Whois information.72. Domain Trust / TrustRank:Many SEO professionals believe that „TrustRank“ is a very important ranking factor. Anda recently submitted Google patenttitled „Ranking Search Results Based on Trust“ seems to support this action.73. Website Architecture:A well-structured website architecture (e.g., silo structure) helps Google thematically organize your content. It also helps Googlebot access and index all pages of your website. Usually, websites usingWordPress to builddo not need to worry about this issue.74. Website Updates:Although Google itself does not acknowledge that the frequency of website updates is linked to rankings, many SEO practitioners believe that higher update frequency is beneficial for website rankings.75. Sitemap:The sitemap file provides all pages of your website to search engines for crawling.76. Server Stability: If your website server is frequently inaccessible, it will affect your ranking on Google.77. Server Location: Server location affects your ranking in specific regions, similar to the website loading speed mentioned earlier.78. SSL Certificate: Google has explicitly stated that it gives a ranking boost to websites using HTTPS.79. Terms of Service and Privacy Page: If you are a commercial website, including these two pages will make Google trust you more.80. Duplicate Meta Information on the Site:Duplicate meta information on the sitemay reduce the visibility of all pages.81. Breadcrumb Navigation:This is a user-friendly website architecture that helps users (and search engines) understand their location on the website.Plugin and code implementation methods for adding breadcrumb navigation to WordPress82. Mobile-Friendly Website:If your website is difficult to open on mobile devices or provides a poor user experience, Google will lower your website's ranking.83. YouTube:If your article includes YouTube videos, it may be given more exposure opportunities.84. User Dwell Time:If your website content is of poor quality or the page design is unreasonable, leading to shorter user dwell time, it will also be affected.85. Use Google Analytics and Google Search Console:Regardless of whether these two items will cause changes in Google rankings, Naiba recommends that allBuilding an English Websitewebsite owners add them.86. User Reviews / Website Reputation:Google crawls some review information about your website from the internet; websites with too many negative messages will be somewhat affected in rankings.
Backlink Factors
87. Linking Domain Age:Backlinks from websites that have been around for many years may be more effective than those from new websites.88. Number of Linking Root Domains:The number of links pointing to your website's homepage.89. Number of Links from Separate Class C IPs: Links from separate Class C IP addressesindicate a broader range of sites linking to yours,which helps with ranking.。 90. Number of Linking Pages：The total number of linking pages(even from the same domain)also affects ranking.。 91. Backlink Anchor Text:Keyword-rich anchor text can still improve the relevance of your page in certain situations.92. Alt Tags:Alt text serves as the anchor text for images.93. Links from .edu or .gov Domains:Google says they do not give extra weight to links from .edu domains alone, but SEOers don't believe it.94. Authority of the Linking Page:Although Google PR is no longer updated, links from high-authority pages still perform better.95. LinkDomain Authority: The authority of the referring domain can play an independent role in the value of a link.96. Competitor'sLink：Links from other webpages ranking in the same SERP may be more valuable for that webpage's ranking on that specific keyword.97. Links from „Expected“ Websites:Although speculative, some SEOs believe that Google will not fully trust your website unless you are linked from a set of „expected“ websites in the industry.98. From Bad NeighborhoodsLink：Links from so-called „bad neighborhoods“may harm your site。 99. User-Generated Content:Some websites may allow user-generated content like guest posts. Excessive guest posts that are irrelevant to your site can affect Google rankings.100. Links from Ads:According to Google, links from ads should not be followed. However, Google is likely able to identify and filter out followed links from ads.101. Homepage Authority:Links pointing to the homepage of a referring site may be particularly important in assessing the site's authority (and thus the authority of the link as well).102. Nofollow Links:While Google does not follow nofollow links, having nofollow links from many websites pointing to your site can attract Google's attention.103. Diversity of Link Types:It's best for your site's backlinks to come from a variety of websites, such as blogs, portals, forums, etc.104. „Sponsored Links“ or Other Words Around the Link:If there are disclaimers like „advertisement“ or „sponsored links“ around your link, it can reduce the link„s weight.105. In-Article Links:Links embedded within the page content are more powerful than links on empty pages or in other locations on the page.106. Excessive 301 Redirects:If there are too many 301 redirects pointing to the same page, it may backfire and reduce that page's authority.107. Internal Link Anchor Text: Internal link anchor text is another relevant signal. That is to say, the weight of internal links may be much smaller than anchor text from external sites.108. Link Title Description: If your website title has a separate tooltip description when the mouse hovers over it, it may also slightly increase page relevance.109. Referring Domain's Country/Top-Level Domain (TLD):Getting links from country-specific top-level domain extensions (.de, .cn, .co.uk) may help you rank higher in that country.110. Link Position in Content: ContentLinks at the beginning may carry more weight than links at the end of the content.111. Link Position on Page:The position where links appear on the pageLocationis very important. Typically, links embedded in the page content are more powerful than links in the footer or sidebar areas.112. Link Domain Relevance:Links from sites in similar niches are much more powerful than links from completely unrelated sites.113. Page-Level Relevance:Links from relevant pages also convey more value.114. Keywords in Title: Google greatly favors links from pages whosetitlescontain keywords of your page („experts link to experts“).115. External Link Growth Speed:The faster the speed of external links increases, the more popular the website may be.116. Negative Link Velocity:Conversely, negative link velocity can significantly lower rankings, as it signals a decline in popularity.117. Links from Pages:If you have links from topic-specific pages, Google will treat them specially.118. Links from Authoritative Sites:Links from authoritative sites may be more valuable than many links from other smaller websites.119. Links from Wikipedia:Although these links are nofollow, many believe that obtaining a link from Wikipedia can add a bit of trust and authority in the eyes of search engines.120. Context:The words that tend to appear around your backlinks help tell Google what the page is about.121. Backlink Age:According toa Google patent, older links have greater ranking power than newly created backlinks.122. Links between real sites and „Splogs“:Due to the proliferation of blog networks, Google may place more weight on links from „real sites“ compared to fake blogs. They might use brand and user interaction signals to distinguish between the two.123. Natural links:Natural links refer to those links that webmasters voluntarily add to your website, rather than links created in bulk using some cheating methods.124. Unnatural reciprocal links:Refers to the practice of buying and selling reciprocal links.125. User-generated content links:Google can distinguish UGC from content published by the actual website owner. For example, they know the link from the official WordPress.com blog is very different from a link from besttoasterreviews.wordpress.com.verydifferent.126.From 301 RedirectLink:Compared to direct links, the link effect of a 301 redirect is slightly smaller.127. Schema.org Usage:Microtags provide some help on Google, and domestic Baidu is also following suit.128. TrustRank of Linking Sites:The credibility of sites linking to you determines how much „TrustRank“ is passed to you.129. Number of Outbound Links on a Page:PageRank is limited. A link on a page with hundreds of external links passes less PageRank than one on a page with few outbound links.130. Forum Links:Due to industrial-level spam, Google may severely devalue links in forums.131. Word Count of Linked Content:A link from a 1000-word post is generally more valuable than a link within a 25-word snippet.132. Quality of Linked Content: ContentLinks generated from poorly written or spun content are less valuable than those from well-written content.133.SitewideLink:Matt Cutts has confirmed that sitewide links are „compressed“ into a single link.
User Interaction
134. RankBrain:RankBrainis Google's AI algorithm. Many believe its primary purpose is to measure how users interact with search results (and rank the results accordingly).135. Organic Click-Through Rate for Keywords：According to Google, pages with higher click-through rates may receive a SERP boost for that specific keyword.136. All KeywordsOrganic Click-Through Rate: TheOrganic Click-Through Ratefor all keywords the website ranks for. It could be a signal based on human, user interaction (in other words, theOrganic Results„Quality Score').137. Bounce Rate:Not everyone in SEO agrees on bounce rate, but this could be a way Google uses its users as quality testers (after all, a page with a high bounce rate might not be a great result for that keyword). Additionally,a recent SEMRush studyfound a correlation between bounce rate and Google rankings.138. Direct Traffic:It has been confirmedthat Google uses data from the Google Chrome browserto determine how many people visit a site (and how often). A site with a lot of direct traffic is likely a higher quality site compared to one with little direct traffic. In fact, the SEMRush study I just cited found a significant correlation between direct clicks and Google rankings.139. Repeat VisitsWebsites with repeat visitors may receive a boost in Google rankings.140. Pogosticking: „Pogosticking“ is a special type of bounce. In this case, users click on other search results to try to find the answer to their query.141. Blocked Sites: Google has discontinued this feature in Chrome. However,Panda used this feature as a quality signal. Therefore, Google might still use a variant of it.142. Chrome Bookmarks:We know that Googlecollects Chrome browser usage data. Pages bookmarked in Chrome may receive a boost.143. Number of Comments:A page with a large number of comments may increase the weight of that page.144. Dwell Time:The longer a user stays on your website, the more engaging the content is, and the more weight it may receive.
Special Google Algorithm Rules
145. Freshness of Query Results: Google provides fresher pages for certain searches.146. Query Should Have Diversity:For ambiguous keywords, such as „Ted,“ „WWF,“ or „ruby,“ Google may add diversity to the SERP.147.用户浏览历史记录：您自己可能已经注意到这一点：您经常访问的网站会因搜索而获得SERP提升。 148.用户搜索历史：搜索链影响搜索结果，以供以后搜索。例如，如果您搜索“评论”然后搜索“烤面包机”，则Google更有可能在SERP中将烤面包机评论网站排名更高。 149.特色摘要：根据内容长度，格式，页面权限和HTTP使用情况的组合来选择特色摘要内容。 150. Geographic Location Targeting: Google prioritizes websites with local server IPs and specific country/region domain extensions.151. SafeSearch:EnableUsers with SafeSearch enabledwill not see content containing curse words or adult material.SearchResult.152. Google+ Circles:Google+ has ceased operations, this item is no longer applicable.153. „YMYL“ Keywords:Google has higher content quality standards for „Your Money or Your Life“ keywords (pages that could impact your current or future health, finances, safety, etc.).have higher content quality standards。 154. DMCA Complaints:Google „demotes“ pages with legitimate DMCA complaints.155. Domain Diversity: When a website grows large, you should not keep all content under one domain; consider separating it using different domains.156. Transaction SearchGoogle sometimes displays different results for shopping-related keywords, such as flight searches.157. Local Search:For local searches, Google typically places local results above the „regular“ organic SERP.158. „Top Stories“ Box:Certain keywords trigger the „Top Stories“ box:159. Big Brand Bias:Google began adding specific weight to certain keywords for big brands.160. Shopping Results:Google sometimes displays Google Shopping results in the organic SERP:161. Image Results:Google Images sometimes appear in regular organic search results.162. Easter Egg Results:Google has dozens ofEaster egg results.. For example, when you search for „Atari Breakout“ in Google Images, the search results turn into a playable game (!). Shoutout to Victor Pan.163. Single Site Results for Brands:Multiple results from the same site are displayed for domain or brand-oriented keywords.164. Payday Loan Update:This is a special algorithm designed to filter out „very spammy queries".
Brand Signals
165. Brand Name Anchor Text:Brand anchor text is a simple but strong brand signal.166. Brand Searches:People search for the brand. If people search for your brand in Google, it shows Google that your site is a real brand.167. Brand + Keyword Searches:Do people search for specific keywords along with your brand (e.g., „Backlinko Google ranking factors“ or „Backlinko SEO“)? If so, Google may boost your rankings when people search for the non-brand version of that keyword.168. Site Has a Facebook Page with Likes:Brands tend to have Facebook pages with many likes.169. Site Has a Twitter Profile with Followers:A Twitter profile with manyfollowerssignifies a popular brand.170. Official LinkedIn Company Page:Most real businesses have a company LinkedIn page.171. Known Author Identity:In February 2013, Google CEO Eric Schmidt famously stated:
„In search results, information linked to verified online profiles will rank higher than content without such verification, which will lead most users to naturally click on the top (verified) results.“
172. Legitimacy of Social Media Accounts:A social media account with 10,000 followers and only 2 posts might explaina lotIt's different from other strong accounts with 10,000 followers that have a lot of interaction. In fact,Google has filed a patentto determine whether a social media account is real or fake.173. Brand Mentions in Trending Stories:Real, large brands are mentioned on trending story websites all the time. In fact, some brands even have news summaries from their websites on their homepage:174.UnlinkedBrand Mentions:Mentioning withoutmentioninga brand. Googlemay treat non-hyperlinked brand mentionsas a brand signal.175. Brick and Mortar Location:Real businesses have offices. Google may look for location data to determine if a website is a well-known brand.
Web Spam Factors
176. Panda Penalty:After being hit by the Panda penalty, websites with low-quality content (especiallycontent farms) is not very obvious in search.177. Pointing to bad neighborhoodsLink：Links to „bad neighborhoods“ (e.g., spammy pharmacy or payday loan sites) can harm your search visibility.178. Redirects:Sneaky redirects are a big no-no. If caught, it can not only get a site penalized but also de-indexed.179. Pop-up ads or „distracting ads“:The officialGoogle Rater Guidelines documentstates that pop-up ads and distracting ads are signs of a low-quality website.180. Interstitial pop-ups: Google may penalize websites that show full-page „interstitial“ pop-ups to mobile users.181. Over-optimization of a website:Yes, Google does penalize people for over-optimizing their websites. This includes: keyword stuffing, title tag stuffing, excessive keyword modification.182. Gibberish content:A Google patent outlines how Google identifies „gibberish“ content, which helps filter out spun or auto-generated content from the index.183. Doorway pages: Google wants the page you show to Google to be the one users ultimately see. If your page redirects people to another page, that„s a “doorway page.„ Needless to say,Google does not likewebsites that use Doorway Pages.184. Ads above the fold: The „Page Layout Algorithm“ penalizes websites witha lot of ads above the fold(and not much content).185. Hidden affiliate links:Deliberately hiding affiliate links from users may lead to a Google ranking penalty.186. Fred: Fredis the nickname for a series of updates to Google starting in 2017. According to Search Engine Land, Fred „targets low-value content sites that make revenue over helping users.“187. Affiliate sites:It's no secret that Google isn't the biggest fan of affiliates. Many believe sites monetized through affiliate marketing programs receive extra scrutiny.188. Auto-generated content: Google Hates auto-generated content.If they suspect your website is scraping computer-generated content, it may lead to penalties or de-indexing.189. Excessive PageRank Sculpting:Excessive attempts atPageRank sculptingby not following all outbound links may indicate gaming of the system.190. IP Address Flagged as Spam:If a server's IP address is flagged as spam, it may affect all sites on that server.191. Meta Tag Spam:Keyword stuffing can also occur in meta tags. If Google believes you are adding keywords in title and description tags to try and game the algorithm, these keywords may penalize your site.
Off-Site Spam Factors
192. Hacked Website: If your website is hacked, it may be removed from search results.193. Unnatural LinkInflux: A sudden (unnatural) influx of links is a reliable sign of fake links.194. Penguin Penalty:Websites hit by Google Penguin see significantly reduced visibility in search. Although notably, Penguin now focuses more on filtering bad links rather than penalizing entire sites.195. Link Profile with a High Percentage of Low-Quality Links:Many links from sources frequently used by black hat SEO (e.g., blog comments and forum profiles) can be a sign of gaming the system.196.Links from Irrelevant Sites: A high percentage of backlinks from irrelevant websitesmay increase the chance of a manual penalty.。 197. Unnatural Link Warning:Google has sent thousands of „Google Search Console notifications about detected unnatural links“ messages.198. Low-Quality Directory Links:Backlinks from low-quality directories can lead to penalties.199. Widget Links:Google automatically devalues links generated when users embed „widgets“ on their sites.200. Links from the Same Class C IP: An unnatural number of links from sites on the same server IP may help Google determine your links are from a blog network.201.“毒药”锚文本：指向您的网站的“毒药”锚文本（尤其是药房关键字）可能表示垃圾邮件或网站被黑。无论哪种方式，它都可能损害您网站的排名。 202.不自然的链接尖峰： 2013年的Google专利描述了Google如何识别流入页面的链接是否合法。这些不自然的联系可能会贬值。 203.文章和新闻发布的链接：文章目录和新闻发布被滥用，以至于Google现在在很多情况下都将这两个链接构建策略视为“链接方案”。 204.手动操作：theseAction有Several types, but most are related to black-hat link building.205. Selling links:Discovered sold linksmay harm your search visibility。 206. Google Sandbox:New sites that suddenly receive a large influx of links are sometimes placed in theGoogle Sandbox, which temporarily limits their search visibility.207. Google Dance: Google Dance can temporarily change rankings. According to Google's patent, this might be a method they use to determine if a site is trying to manipulate the algorithm.208. Disavow Tool:UseThe „Disavow Tool“may help remove manual or algorithmic penalties for websites that are victims of negative SEO.209. Reconsideration Request: Successful reconsideration requests can cancel penalties.210. Temporary Link Scheme: Google attracts people who create and quickly delete spam links. Also known as a temporary link scheme.
Conclusion
The above is the collection of 210 Google SEO optimization points summarized by foreign SEO practitioners compiled by Naibabiji. Some rules may have become obsolete, but the overall framework remains largely unchanged. To summarize, the factors affecting Google rankings today include the following:
Referring Domains
Random Click-Through Rate
Domain Authority
Mobile Usability
Dwell Time
Total Number of Backlinks
Content Quality
On-Page SEO
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「Naibabiji WordPress Website Building Coaching」 — From selecting a domain and purchasing hosting to installing themes and publishing posts, I「ll guide you through every step, helping you avoid detours and reach your goals directly.
A domain name, as the URL of a website, is very important for a website regardless of whether it is mobile-friendly. From the perspective of domain factors, the following 10 points affect Google rankings.1. Website Domain Age: Looks beautiful onIn this video, Google„s Matt Cutts proves: “The difference between a six-month-old domain and a one-year-old domain is actually not that significant.„ In other words, they do use domain age as a factor in overall website ranking... but it“s not very important.2. Keywords Present in the Top-Level Domain:This does not provide as significant a competitive advantage as it used to. However, using keywords in your domain name can still serve as a relevance signal.3. Keyword as the First Word in the Domain:A domain name that starts with the target keyword has a competitive advantage in Google rankings compared to domains that do not contain that keyword (or have the keyword in the middle or end of the domain). For example, ifNaibabijia domain contains keywords related to website building, it would be better.4. Domain Registration Period:A Google patent proves: „Legitimate and formal website domains are generally registered for several years or renewed in advance, while spam (illegal) website domains are rarely used for more than a year. Therefore, the future expiration date of a website domain can be used as an environmental factor to predict the legitimacy of that domain.“5. Keywords in Subdomain:Moz's expert team believes that the presence of keywords in a subdomain can improve overall rankings.6. Domain History:URLs that have undergone ownership changes or have been inactive multiple times might signal Google to reset the hyperlinks pointing to that domain, thereby „resetting“ the website„s history. Alternatively, in some cases, penalized domains might transfer the penalty to new owners.7. Exact Match Domain:An Exact Match Domain might still give you some competitive advantage. However, if your EMD (Exact Match Domain) happens to be a low-quality website, it is very susceptible to the impact of EMD updates.8. Public vs. Private Whois: Domain privacy protection could be a sign of „something to hide.“ Quoting Googler Matt Cutts: „...When we check the Whois information of a domain, they all use “Whois privacy protection service.„ This is quite unusual. ...Enabling Whois privacy is not necessarily bad, but once you combine all these environmental factors, you are often talking about a website administrator completely different from one who just has a website.“9. Penalized Whois Owner:If Google identifies someone as a spammer, it makes sense for them to scrutinize other websites owned by that person.10. Country Code Top-Level Domain (ccTLD) Extension:Having a country code top-level domain (.cn, .pt, .ca) can help that URL rank for that specific country... but it limits the website's ability to rank globally.
11. Title Contains Keyword:Although titles are not as important as they once were, your title tag remains an important on-page SEO signal.12. Title Starts with Keyword:According to SEOmoz, titles that start with a keyword tend to rank better than those where the keyword is in the middle or at the end.13. Keywords in Description Tag:Google does not use the meta description tag as a direct ranking factor. However, your description tag affects click-through rate, which is a factor that helps with ranking. For example, this site„s description “Naibabiji Website Building Notes records my ownSteps for Building a Website, individuals and businessesWordPress installation tutorial; sharing Theme templates, Plugin code and other resource downloads, VPS hosting promotions, usage tutorials, and web optimization tips."14. Keywords appear in H1 tags:The H1 tag is the „second title tag.“ According to the results of a relevance study, Google uses your H1 tag along with your title tag as a relevance factor for webpage ranking.15. TF-IDF:How frequently does a specific word appear in a document? The more times a keyword appears on a page, the more likely that page is related to that keyword. Google may use a complex version of TF-IDF.16. Content length:Generally, search engines consider longer articles to potentially be more detailed, while shorter articles may be less substantial.17. Table of Contents:Adding a table of contents to article pages helps Google better understand your webpage's content and may result in sitelinks appearing in Google search results. For example, Naibabiji's articles include a table of contents feature.18. Keyword density:Although not as important as it once was, Google can use it to determine the topic of a webpage. However, excessively high keyword density may harm website rankings.19. Latent Semantic Indexing (LSI) keywords in content: LSI keywords help search enginesextract meaning from words with multiple meanings (e.g., Apple the company vs. apple the fruit). The presence/absence of LSI may also act as a content quality signal.20. LSI keywords in title and description tags:Similar to webpage content, LSI keywords in page meta tags may help Google identify words with multiple potential meanings. They can also serve as a relevance signal.21. Depth of topic coverage on the page:There is aknown correlationbetween the depth of topic coverage in content and Google rankings. Therefore, websites with more comprehensive content coverage may have an advantage in rankings.22. Page loading speed:Google has clearly stated that website loading speed is a factor in website ranking. Therefore, we need tooptimize WordPressto improve page loading speed.23. Page loading speed via Chrome: Google's Chrome has a wide market share. Google also uses the time it takes for your website page to load in Chrome to measure the actual speed at which users open the webpage.24. AMP support: Although AMP is not a direct Google ranking factor, pages that support AMP may rank better in mobile search.Methods to resolve AMP error „Required structured data elements are incorrect“ 25. Entity Matching:Does the page content match the „entity" the user is searching for? If so, the page may rank better for that keyword.26. Google Hummingbird Algorithm:This „algorithm update" helps Google better understand the topic of web pages.27. Duplicate Content:Identical content on the same website (even with slight modifications) may negatively impact the site's search engine visibility.28. Rel = Canonical: If used correctly, implementing a canonical tag may prevent Google from penalizing your site for duplicate content.29. Image Optimization:Image file names, included keywords, alt tags, etc., all affect rankings.30. Content Publication Time: The Google Caffeine update favors recently published or updated content, especially for time-sensitive searches. Google emphasizes the importance of this factor and may display article timestamps in some search results.How to Display the Last Updated Time for WordPress Posts 31. Magnitude of Content Updates:The extent of modifications and changes is also important. Adding or removing sections of content is much better than minor adjustments like fixing a few typos.32. Historical Page Updates: How often is the page updated? Daily, weekly, yearly? The frequency of page updates also plays a role in rankings.33. Keyword Appearance Time:The appearance of the keyword within the first 100 words of page content correlates with ranking on Google's first page.34. Keywords in H2, H3 Tags: Including keywords in H2, H3, or subheadings helps Google analyze the article„s content. Google“s John Mueller said, „These heading tags in HTML help us understand the structure of the page.“35. Outbound Link Quality:Linking to sites with higher authority than yours in your content is helpful for SEO and certainly not harmful.36. Outbound Link Topic:According to the Hillop algorithm, Google may use the content of the pages you link to as a relevance signal. For example, if you have a page about cars linking to a page related to movies, this might indicate to Google that your page is about the movie 'Cars' rather than about automobiles.37. Grammar and Spelling: Avoid typos or grammatically incorrect sentences in the article content, as Baidu has also mentioned this point.38. Original Content:Whether the articles on the website are original; if they are copied and pasted from elsewhere, their ranking may not be good, although Google might still index them.39. Mobile-Friendly: Commonly referred to as „Mobilegeddon,“ this update rewards pages that are properly optimized for mobile devices. It„s best to enable this for Google optimization.AMPPlugins40. Mobile Usability:Mobile users can easily access your website via mobile devices, potentially giving you an advantage in Google„s “mobile-first indexing.„41.'Hidden' Content onMobile Devices:Because mobile pages have too much content, some less important elements may be hidden. For example, when you visit Naibabiji on a mobile device, you can see the sidebar is hidden. However, if it's important content, it should still be visible on mobile devices; otherwise, it might affect Google's judgment.42. Useful „Supplementary Content“:According to the publicly available Google Rater Guidelines document, useful supplementary content is an indicator of page quality (and thus, Google ranking). Examples include currency converters, loan interest calculators, and interactive recipes, so we should periodically update with useful articles:How to Display the Last Updated Time for WordPress Posts 。 43. Content Hidden Behind Tabs:Do users need to click on tabs to reveal certain content on the page? If so, Google states that such content „may not be indexed“ (this may no longer apply unless your code prevents crawlers from reading it).44. Number of Outbound Links:Excessive dofollow OBLs can „leak“ PageRank, which may harm the page„s ranking.45. Multimedia:Images, videos, and other multimedia elements can serve as signals of content quality.46. Number ofInternal Links to the Page: The number ofinternal links to a page indicates its importance relative to other pages on the website (more internal links = more important).47. Quality of Internal Links to the Page: Internal links from high-authority domain pages are more effective than those from pages with low or no page rank.48.Number of Broken Links on the Page: Too many broken links on a page may indicate that the website is neglected or abandoned. In theGoogle Rater Guidelines documentUsing inaccessible links is one way to evaluate the quality of a webpage.49. Reading Level:There is no doubt that Google estimates the reading level of webpages. In fact, Google used to provide reading level statistics for you. However, how they handle this information is still debated. Some say that a basic reading level will help improve your ranking because it appeals to the general public. But others associate basic reading levels with content farms like Ezine Articles.50. Affiliate Links: Affiliate links themselves may not harm your ranking. However, if there are too many affiliate links on your website,Google mightreconsider the quality of your website's content.51. HTML Errors / W3C Validation: If a website's code is not standardized and contains errors, it can also affect search rankings.52. Domain Authority: All else being equal, the main domain will rank higher than subdomains.53. Page's PageRank:Not entirely relevant. However, pages with high PageRank definitely tend to rank better.54. URL Length:Excessively long URLs may harm a page's search engine visibility. In fact, some industry studies have found that shorter URLs often have a slight advantage in Google's search results.55. URL Path: Pages closer to the homepage may receive a slight authority boost compared to pages buried deep within the website's architecture.56.ManualEditor:Google has applied for apatentthat allows manual editors to influence SERPs, so your ranking might be affected by this.57. Page Category:The category in which a page appears is a relevance signal. Articles belonging to closely related categories may rank better for relevance compared to pages archived under unrelated categories.58. WordPress Tags:Tags are a WordPress-specific relevance signal. According toYoast.com：
70. Content can provide value and unique insights:The website's content should be valuable to users; websites that are purely for affiliate purposes will be penalized by Google.71. Website Contact Page:As mentioned earlier, Google„s quality documentation indicates that they prefer websites with an “appropriate amount of contact information.„ Ensure your contact information matches your Whois information.72. Domain Trust / TrustRank:Many SEO professionals believe that „TrustRank“ is a very important ranking factor. Anda recently submitted Google patenttitled „Ranking Search Results Based on Trust“ seems to support this action.73. Website Architecture:A well-structured website architecture (e.g., silo structure) helps Google thematically organize your content. It also helps Googlebot access and index all pages of your website. Usually, websites usingWordPress to builddo not need to worry about this issue.74. Website Updates:Although Google itself does not acknowledge that the frequency of website updates is linked to rankings, many SEO practitioners believe that higher update frequency is beneficial for website rankings.75. Sitemap:The sitemap file provides all pages of your website to search engines for crawling.76. Server Stability: If your website server is frequently inaccessible, it will affect your ranking on Google.77. Server Location: Server location affects your ranking in specific regions, similar to the website loading speed mentioned earlier.78. SSL Certificate: Google has explicitly stated that it gives a ranking boost to websites using HTTPS.79. Terms of Service and Privacy Page: If you are a commercial website, including these two pages will make Google trust you more.80. Duplicate Meta Information on the Site:Duplicate meta information on the sitemay reduce the visibility of all pages.81. Breadcrumb Navigation:This is a user-friendly website architecture that helps users (and search engines) understand their location on the website.Plugin and code implementation methods for adding breadcrumb navigation to WordPress 82. Mobile-Friendly Website:If your website is difficult to open on mobile devices or provides a poor user experience, Google will lower your website's ranking.83. YouTube:If your article includes YouTube videos, it may be given more exposure opportunities.84. User Dwell Time:If your website content is of poor quality or the page design is unreasonable, leading to shorter user dwell time, it will also be affected.85. Use Google Analytics and Google Search Console:Regardless of whether these two items will cause changes in Google rankings, Naiba recommends that allBuilding an English Websitewebsite owners add them.86. User Reviews / Website Reputation:Google crawls some review information about your website from the internet; websites with too many negative messages will be somewhat affected in rankings.
87. Linking Domain Age:Backlinks from websites that have been around for many years may be more effective than those from new websites.88. Number of Linking Root Domains:The number of links pointing to your website's homepage.89. Number of Links from Separate Class C IPs: Links from separate Class C IP addressesindicate a broader range of sites linking to yours,which helps with ranking.。 90. Number of Linking Pages：The total number of linking pages(even from the same domain)also affects ranking.。 91. Backlink Anchor Text:Keyword-rich anchor text can still improve the relevance of your page in certain situations.92. Alt Tags:Alt text serves as the anchor text for images.93. Links from .edu or .gov Domains:Google says they do not give extra weight to links from .edu domains alone, but SEOers don't believe it.94. Authority of the Linking Page:Although Google PR is no longer updated, links from high-authority pages still perform better.95. LinkDomain Authority: The authority of the referring domain can play an independent role in the value of a link.96. Competitor'sLink：Links from other webpages ranking in the same SERP may be more valuable for that webpage's ranking on that specific keyword.97. Links from „Expected“ Websites:Although speculative, some SEOs believe that Google will not fully trust your website unless you are linked from a set of „expected“ websites in the industry.98. From Bad NeighborhoodsLink：Links from so-called „bad neighborhoods“may harm your site。 99. User-Generated Content:Some websites may allow user-generated content like guest posts. Excessive guest posts that are irrelevant to your site can affect Google rankings.100. Links from Ads:According to Google, links from ads should not be followed. However, Google is likely able to identify and filter out followed links from ads.101. Homepage Authority:Links pointing to the homepage of a referring site may be particularly important in assessing the site's authority (and thus the authority of the link as well).102. Nofollow Links:While Google does not follow nofollow links, having nofollow links from many websites pointing to your site can attract Google's attention.103. Diversity of Link Types:It's best for your site's backlinks to come from a variety of websites, such as blogs, portals, forums, etc.104. „Sponsored Links“ or Other Words Around the Link:If there are disclaimers like „advertisement“ or „sponsored links“ around your link, it can reduce the link„s weight.105. In-Article Links:Links embedded within the page content are more powerful than links on empty pages or in other locations on the page.106. Excessive 301 Redirects:If there are too many 301 redirects pointing to the same page, it may backfire and reduce that page's authority.107. Internal Link Anchor Text: Internal link anchor text is another relevant signal. That is to say, the weight of internal links may be much smaller than anchor text from external sites.108. Link Title Description: If your website title has a separate tooltip description when the mouse hovers over it, it may also slightly increase page relevance.109. Referring Domain's Country/Top-Level Domain (TLD):Getting links from country-specific top-level domain extensions (.de, .cn, .co.uk) may help you rank higher in that country.110. Link Position in Content: ContentLinks at the beginning may carry more weight than links at the end of the content.111. Link Position on Page:The position where links appear on the pageLocationis very important. Typically, links embedded in the page content are more powerful than links in the footer or sidebar areas.112. Link Domain Relevance:Links from sites in similar niches are much more powerful than links from completely unrelated sites.113. Page-Level Relevance:Links from relevant pages also convey more value.114. Keywords in Title: Google greatly favors links from pages whosetitlescontain keywords of your page („experts link to experts“).115. External Link Growth Speed:The faster the speed of external links increases, the more popular the website may be.116. Negative Link Velocity:Conversely, negative link velocity can significantly lower rankings, as it signals a decline in popularity.117. Links from Pages:If you have links from topic-specific pages, Google will treat them specially.118. Links from Authoritative Sites:Links from authoritative sites may be more valuable than many links from other smaller websites.119. Links from Wikipedia:Although these links are nofollow, many believe that obtaining a link from Wikipedia can add a bit of trust and authority in the eyes of search engines.120. Context:The words that tend to appear around your backlinks help tell Google what the page is about.121. Backlink Age:According toa Google patent, older links have greater ranking power than newly created backlinks.122. Links between real sites and „Splogs“:Due to the proliferation of blog networks, Google may place more weight on links from „real sites“ compared to fake blogs. They might use brand and user interaction signals to distinguish between the two.123. Natural links:Natural links refer to those links that webmasters voluntarily add to your website, rather than links created in bulk using some cheating methods.124. Unnatural reciprocal links:Refers to the practice of buying and selling reciprocal links.125. User-generated content links:Google can distinguish UGC from content published by the actual website owner. For example, they know the link from the official WordPress.com blog is very different from a link from besttoasterreviews.wordpress.com.verydifferent.126.From 301 RedirectLink:Compared to direct links, the link effect of a 301 redirect is slightly smaller.127. Schema.org Usage:Microtags provide some help on Google, and domestic Baidu is also following suit.128. TrustRank of Linking Sites:The credibility of sites linking to you determines how much „TrustRank“ is passed to you.129. Number of Outbound Links on a Page:PageRank is limited. A link on a page with hundreds of external links passes less PageRank than one on a page with few outbound links.130. Forum Links:Due to industrial-level spam, Google may severely devalue links in forums.131. Word Count of Linked Content:A link from a 1000-word post is generally more valuable than a link within a 25-word snippet.132. Quality of Linked Content: ContentLinks generated from poorly written or spun content are less valuable than those from well-written content.133.SitewideLink:Matt Cutts has confirmed that sitewide links are „compressed“ into a single link.
134. RankBrain: RankBrainis Google's AI algorithm. Many believe its primary purpose is to measure how users interact with search results (and rank the results accordingly).135. Organic Click-Through Rate for Keywords：According to Google, pages with higher click-through rates may receive a SERP boost for that specific keyword.136. All KeywordsOrganic Click-Through Rate: TheOrganic Click-Through Ratefor all keywords the website ranks for. It could be a signal based on human, user interaction (in other words, theOrganic Results„Quality Score').137. Bounce Rate:Not everyone in SEO agrees on bounce rate, but this could be a way Google uses its users as quality testers (after all, a page with a high bounce rate might not be a great result for that keyword). Additionally,a recent SEMRush studyfound a correlation between bounce rate and Google rankings.138. Direct Traffic:It has been confirmedthat Google uses data from the Google Chrome browserto determine how many people visit a site (and how often). A site with a lot of direct traffic is likely a higher quality site compared to one with little direct traffic. In fact, the SEMRush study I just cited found a significant correlation between direct clicks and Google rankings.139. Repeat VisitsWebsites with repeat visitors may receive a boost in Google rankings.140. Pogosticking: „Pogosticking“ is a special type of bounce. In this case, users click on other search results to try to find the answer to their query.141. Blocked Sites: Google has discontinued this feature in Chrome. However,Panda used this feature as a quality signal. Therefore, Google might still use a variant of it.142. Chrome Bookmarks:We know that Googlecollects Chrome browser usage data. Pages bookmarked in Chrome may receive a boost.143. Number of Comments:A page with a large number of comments may increase the weight of that page.144. Dwell Time:The longer a user stays on your website, the more engaging the content is, and the more weight it may receive.
192. Hacked Website: If your website is hacked, it may be removed from search results.193. Unnatural LinkInflux: A sudden (unnatural) influx of links is a reliable sign of fake links.194. Penguin Penalty:Websites hit by Google Penguin see significantly reduced visibility in search. Although notably, Penguin now focuses more on filtering bad links rather than penalizing entire sites.195. Link Profile with a High Percentage of Low-Quality Links:Many links from sources frequently used by black hat SEO (e.g., blog comments and forum profiles) can be a sign of gaming the system.196.Links from Irrelevant Sites: A high percentage of backlinks from irrelevant websitesmay increase the chance of a manual penalty.。 197. Unnatural Link Warning:Google has sent thousands of „Google Search Console notifications about detected unnatural links“ messages.198. Low-Quality Directory Links:Backlinks from low-quality directories can lead to penalties.199. Widget Links:Google automatically devalues links generated when users embed „widgets“ on their sites.200. Links from the Same Class C IP: An unnatural number of links from sites on the same server IP may help Google determine your links are from a blog network.201.“毒药”锚文本：指向您的网站的“毒药”锚文本（尤其是药房关键字）可能表示垃圾邮件或网站被黑。无论哪种方式，它都可能损害您网站的排名。 202.不自然的链接尖峰： 2013年的Google专利描述了Google如何识别流入页面的链接是否合法。这些不自然的联系可能会贬值。 203.文章和新闻发布的链接：文章目录和新闻发布被滥用，以至于Google现在在很多情况下都将这两个链接构建策略视为“链接方案”。 204.手动操作：theseAction有Several types, but most are related to black-hat link building.205. Selling links:Discovered sold linksmay harm your search visibility。 206. Google Sandbox:New sites that suddenly receive a large influx of links are sometimes placed in theGoogle Sandbox, which temporarily limits their search visibility.207. Google Dance: Google Dance can temporarily change rankings. According to Google's patent, this might be a method they use to determine if a site is trying to manipulate the algorithm.208. Disavow Tool:UseThe „Disavow Tool“may help remove manual or algorithmic penalties for websites that are victims of negative SEO.209. Reconsideration Request: Successful reconsideration requests can cancel penalties.210. Temporary Link Scheme: Google attracts people who create and quickly delete spam links. Also known as a temporary link scheme.
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